Stacy Sacco, MBA, VP Marketing at WESST
Small-business owners focused on increasing sales sometimes turn to prospect lists – names of potential customers researched on the internet or purchased from a marketing firm. Even if the selection criteria are finely targeted, “cold calls” made from these lists result in fewer sales than calls made to people with whom there is a personal relationship. The key is to turn unknown potential customers into personal connections.
One approach is to generate an ongoing prospect list from public announcements about people who have won industry awards or reached achievements of note, and use the announcement to make a personal connection by sending a letter of congratulations. The letter should be written and addressed by hand, and suggest how doing business together can make the award-winner become even more successful.